That Grape Juice’s Top 5 Moments from MDLBEAST SOUNDSTORM & XP Music Futures 2022

The modern music market has evolved from localized pockets to a gargantuan global village.

Indeed, the power of modern technology has bulldozed barriers and created a world of exploration and opportunity for millions – both in the established music mega-spheres and in those developing their own.

The Middle East especially has emerged as one of the most activated arenas for the latter and it’s a trajectory that looks set to continue thanks to XP Music Futures and MDLBeast SOUNDSTORM.

Housed in the heart of Riyadh, the multi-day extravaganzas champion both the back and front ends of the industry.

Indeed, XP Music Futures magnetizes many of the key figures who are forces behind some of the world’s biggest record labels, digital platforms, and artists. Attendees are also given the opportunity to “meet the makers,” facilitating the rare one-on-one acquisition of knowledge and fostering unprecedented networking potential.

Following on its heels, MDLBeast SOUNDSTORM unites an eclectic mix of homegrown heroes with music megastars for a once-in-a-lifetime euphoric experience. Boasting state-of-the-art stages that must be seen to be believed, the festival plays host to electrifying performances that reverberate well beyond the final song. This year’s line-up was particularly popping with seismic sets from the likes of Bruno Mars, DJ Khaled, Post Malone, and David Guetta.

That Grape Juice was on hand for a rousing week in Riyadh. Check out our Top 5 moments from our unforgettable excursion…

Mathew Knowles (XP Music Futures)

Unquestionably one of the most renowned and respected managers in modern music history, Mathew Knowles earned his stripes by shepherding the careers of Destiny’s Child, Solange, and Beyonce.

Serving as one of XP’s Keynote Speakers, the maestro’s presentation centered on The Fundamentals of the Music Industry In A Digital Age.

But it ultimately delivered so much more.

A skilled orator, Knowles veered beyond digital and unpacked the fundamentals of what it means to be an artist – especially an artist with a strong, distinguishable, and unshakable brand.

Opening up the floor to a diverse audience (comprised of artists, budding execs, and more) who soaked in his every word, Knowles made an indelible mark and
visibly ignited a fire amongst those who very well could become the movers and shakers of the music industry to come.

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Post Malone (SOUNDSTORM)

Unquestionably one of today’s most successful artists, Post Malone is no stranger to colossal crowds.

Still, with a lineup as diverse as SOUNDSTORM’s (which fuses Dance and Urban in earnest), headliners such as him were tasked with both matching and maximizing the energy of the already-roused revelers.

And Post proved he was well-equipped for the task at hand.

Armed with hit after seismic hit, the stage blazer scorched with spirited offerings of smashes such as ‘Rockstar’ and ‘Congratulations.’

A bonafide highlight.

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Rae Sremmurd (SOUNDSTORM)

No strangers to the international festival circuit, Hip-Hop duo Rae Sremmurd demonstrated why they dominate in such spaces.

Taking command of the Down Beast stage, the potent pair powered through classics such as ‘Black Beatle’ and ‘Unforgettable’ to the elation of their adoring audience.

With an energy that was equal parts incredible and infectious, the Mississippi natives served up a showing that captured the essence of SOUNDSTORM immaculately.

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DJ Khaled (SOUNDSTORM)

If there’s one guarantee with DJ Khaled, it’s that his performances are a party. And his dynamic set at SOUNDSTORM was no different.

A fireball of enjoyment, he invited a lengthy list of guests to join him – including Future, Rick Ross, Busta Rhymes, and T.I.

Hits were served up in a format that folk will be more than familiar with: ‘Another One’ and ‘Another One’ and….‘Another One.’

Suffice to say, at SOUNDSTORM, DJ Khaled further solidified himself as one of the current climate’s key entertainment vendors.

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Female Representation is a Mission for All of Us [XP Music Futures]

For as forward-thinking and expressive as music is, the industry attached has very much mirrored the patriarchal format of society at large.

This panel was especially potent in its exploration of how to dismantle the outdated ideology of who and what women can be – with a view of leveling the playing field.

Anchored by the likes of Nadia Khan and native rapper Jara, the insightful sit-down saw key figures within the global music industry unpack their experiences as well as insights as to how the business at large can evolve into a more equality-driven entity.

Qualitative takes were present aplenty and ample food for thought was served up bountifully. A truly nutritious discussion that postulated healthy ways to make a resonating change.

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